How to Analyze and Measure the Success of Promotional Email Campaigns – Part 2

Last week, we touched on understanding analytics for promotional email marketing campaigns. If you missed it, check it out here.

This week, we want to delve into the effect email size can have on your campaign metrics and other tips to help you make sure your email marketing works for you.

Be aware of the size of your email

The size of an email is a factor that affects promotional email measurement variables such as open rate or click-through rate. Email size is becoming especially important as more and more subscribers are reading email on their mobile phones.

Smaller emails help avoid long download times for mobile readers and keep emails from being rejected by free email programs such as Hotmail that have limits on inbox capacity. If customers can’t download your email quickly or if they’re not even receiving it, this will affect your open and click-through rates.

A good rule of thumb is to keep email messages in the 50KB range to ensure that they load quickly. Stay away from using too many images as image heavy emails will almost always go over the 50KB range unless the images are extremely low quality (which we don’t recommend). As you can see in the chart below, industries across the board are well under this suggested size.

Email size matters

Keep an eye on your stats

Most email newsletter programs offer reports that contain statistics such as open rate and click-through rate. Pay particular attention to your open and click-through rates, and identify any patterns that make those numbers go up or down.

If a campaign receives a low open rate, try split testing which involves changing one variable of the email such as the subject line or the send day and/or time to test which factor maybe be causing the low open or click-through rate. Image size can come into play here. Was your last email blast image-heavy?

Send out promotional emails regularly

You don’t want to send too many emails to your customers, but you also don’t want to send too few. Start by sending a quarterly or seasonal offer and work your way up to monthly or bi-weekly emails.

Before starting any promotional email campaign, be sure you know what you want the email to accomplish for your business. It’s important to ask yourself these questions:

What’s the goal for this kind of communication?

How will we measure success?

What do we have to say?

What are we offering?

If you’re not sure where to get started with your email marketing campaign, contact AMG today. We offer email marketing services such as monthly email newsletters and email blast and can provide metrics to help track and measure your success.